We were commissioned by Selfridges & Co, to design a new wayfinding strategy and signage system for their flagship store in Oxford Street, London.
We conducted a comprehensive analysis stage to gain insight into the underlying issues. It became clear that fundamentals such as terminology, walkway clarity, key decision points, sight-lines, graphic language, product design and mapping were all essential areas requiring review to achieve the most effective solution.
We decluttered the space around the escalators and created ‘wayfinding islands’ where customers can momentarily pause from shopping to reorientate. At these key points of transition between floors, information is offered in layers: glanceable, for customers in a hurry and detailed for those who have time to dwell.
We designed two primary signage products: a totem and a hanging sign, working in collaboration with product designer Julian Brown. Our aim was to design beautiful objects that function simply as frames for wayfinding information. Both signage products are very simple and economical to update, an essential requirement in a fast-changing retail environment.
The signage system is calm, elegant and simple, contrasting with the vibrant and busy retail backdrop.
Sign Design Awards 2009 Winner
Brit Insurance Designs of the Year Awards 2007 Shortlisted
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Cartlidge Levene have designed Selfridges’ new wayfinding system. Creative Review's Mark Sinclair spoke to them about navigating their way through such a large undertaking.